Microsoft Viva Sales

Microsoft announced Viva Sales, “a new seller experience application that brings together any customer relationship management technology (CRM), Microsoft 365, and Teams to provide a more streamlined and AI-powered selling experience.”  The new solution is designed for the hybrid work environment where reps leverage video conferences, chats, emails, and documents to close deals.  Viva Sales will also support Salesforce at launch.

Viva Sales “represents a new way of working by breaking down silos of data and breaking down silos of experience,” explained Microsoft Corporate VP for Business Applications Emily He.  Sales reps “really want a more simplified experience.  So, Viva Sales enables a seller to use the tools they already love and use every day, including your email system like Outlook, Word documents, PowerPoint presentations, as well as Teams,” she said.

Unfortunately, reps manage these disparate communications channels and their CRM to organize administrative tasks, collaborate on sales, and attend virtual sales meetings.  “Yet, all sellers really want is to spend more time with their customers,” stated Microsoft Chief Commercial Officer Judson Althoff.

Continued Althoff, “What if everything a salesperson needed to do their job was brought together in one place – where they already spend most of their day – in calls, meetings, and chats?  What if their customer records, data, and tasks were intelligently organized and accessible in the tools they use every day?  What if the collaboration environment sellers use to talk to customers automatically provides the next best action and sentiment analysis?”

Viva Sales is a “new modern way of selling” that operates as a “smart CRM companion” that simplifies the seller’s workflows and enriches the CRM.  Viva Sales captures AI-driven insights from Outlook, Teams, and Microsoft Office and feeds this information to the CRM.

“Viva Sales empowers sellers to be more connected with their customers, resulting in more personalized customer engagements and closed deals faster,” stated Althoff.  “This happens through a simple customer tagging feature, which automates the data capture, saves the seller time, and provides their organization with a more complete picture of deal and customer status.  With AI embedded throughout, Viva Sales is like a sales coach to move deals along with recommendations and reminders.  This intelligence layer provides sellers the information they need to help them be more productive.”

Viva was launched last year as an employee portal, but Sales is the first functionally-specific edition of the service.  Viva Sales will be in public preview in July and generally available this fall.  Microsoft Dynamics Sales is inclusive of Viva Sales and “addresses both sellers’ and sales leaders’ needs by automatically enriching Dynamics 365 Sales with customer engagement data captured in Office 365 and Teams.”

Once an email is tagged to an account, Viva Sales presents a sidebar with CRM intelligence. Customer interactions are then logged to the CRM.

Sales reps tag customers or prospects in a Microsoft application.  This “tag to capture” functionality alerts Viva to begin capturing account intelligence and offering insights to the sales rep.  Viva Sales employs Microsoft’s recently announced Context IQ for capturing relevant content across Microsoft apps and services.  This data can then be synced with any CRM.

“What we are focused on is removing the drudgery of manually entering the data into a CRM and then providing the AI capabilities for the sellers,” explained Product Marketing Senior Director Neha Bajwa.  “There’s a virtual personal assistant that is sitting and helping them out doing all the busywork that we would normally have to do.”

The objective is to solve the problem of manual data entry without destroying the CRM.  Viva runs alongside the CRM, capturing intelligence from other enterprise sales apps commonly deployed across sales teams.  The data capture and CRM syncing improve rep productivity while the AI suggestions improve sales effectiveness through better recommendations, reminders, and Next Best actions.

“As you work with a customer, you can not only see your own interactions, [but] you can also see across your company and find all the people that are interacting with your client as well,” said Microsoft VP for Modern Work Jared Spataro.  “We’re trying to apply AI not only to remove the boring stuff, but also to provide real value add so that you can cope with the volume and the expectations associated with you doing your job.”

The service recommends next steps, displays complete interaction histories, and pushes reminders to reps.  It is also connected to LinkedIn, providing the names of colleagues with strong connections to a contact or account, allowing sales reps to conduct research before a Teams chat.

Viva Sales recommends colleagues with pre-existing relationships for pre-meeting briefings via Teams Chat.

During a Teams call, reps can view the relevant customer information in a sidebar and access meeting prep notes.  After the call is recorded and transcribed, Viva Sales summarizes the call and captures action items.  Conversation KPIs and talk tracks are also generated.

Another feature is the generation of customer lists with recent activity, sentiment graphs, and engagement within Excel.

Customer lists within Excel are enriched by Viva Sales. A sidebar provides contact-specific insights, including colleague connections and meeting summaries.

“The future of selling isn’t a new system.  It’s bringing the information sellers need at the right time, the right context, into the tools they know, so their work experience can be streamlined,” said Althoff.  “Empowering sellers to spend more time with their customers has been our goal — and we’ve done that by reimagining the selling experience with Viva Sales.”

One of the core issues at the heart of CRM implementations is the reliance on manual data entry, argued Paul Greenberg, Managing Principal at The 56 Group.  What is necessary is ongoing automation to remove this busy work.

“Sellers rely on digital collaboration and productivity tools to connect with customers and close deals, but a lot of the insights they uncover with these tools don’t make it into the CRM,” Greenberg.  “Microsoft is taking on this challenge by offering a solution that complements the CRM.  Viva Sales automates the busy work, captures critical information about the customer, and helps sellers get the job done.”

RelPro Adds CRE and Intent Data

RelPro has limited the topical scope of its intent data to banking use cases.

Sales Intelligence vendor RelPro, which focuses on the financial services sector, added banking services intent data and Commercial Real Estate (CRE) title and mortgage intelligence to its platform.  Both datasets are available as premium offerings.

The intent data, sourced from Zoominfo, contains 66 signals related to financial research and products.  RelPro has removed the noise from thousands of non-relevant topics by limiting the topics to standard commercial banking services.

Intent Data search results include signal score and spikes across a date range.

Users may screen against the intent topics, spike period (last week to past three months), audience strength, signal score, minimum spikes in the date range, and standard firmographics.  Audience strength and minimum spikes ensure that the research is broadly based and sustained, avoiding spurious spikes created by a single employee doing heavy research on a topic for a day or two.

Audience strength is an intent distribution score containing the volume of searches on a topic across a company’s IP addresses.  Other variables include the number of IPs at a company, the number of days investigating a topic of interest, how many times they viewed the page, and company size.

The minimum score lets banking professionals dial up or down the precision.  Intent data falls along a bell curve, with sixty being a twenty percent increase in topical activity.  Sixty, the lowest signal score for screening and presentation, is a relatively low threshold, particularly if the search is being performed across multiple weeks or months.

An intent tab lets Relationship Managers view an account’s spiking topics and each topic’s signal score, audience strength, and spikes in date range, helping them determine which financial products may be of interest to the account.  If there are multiple signal spikes over a date range, the signal score is the average of the spike scores.

The RelPro company Intent Tab details spiking topics, audience strength, frequency of spikes, and the last signal date.

A last signal date indicates the last time the topic spiked, while the spikes in date range indicate the frequency of spikes over the date range.  These fields help determine the recency and frequency of interest, particularly if low signal thresholds or a long search period have been selected.

RelPro added eight million CRE loans to its platform, helping financial services companies target companies and assess risk.  Mortgage fields include property type, lender, loan amount, assessed value, execution, and maturity dates.

CRE Title Records in a RelPro company profile.

Users can view mortgage data and screen against it in Build-a-List.  Along with CRE data, RelPro provides UCC (US liens), PPP and PPS loans (pandemic), and 7A and 504 (Small Business Administration) loans.

RelPro did not disclose the source of its CRE mortgage data.

RelPro claims that 50% of the top US banks license its service.

RelPro Loan and Lien Screening variables.

Bombora RevTech Integrations

Bombora Insights in Terminus

Bombora is one of the leading sources of third-party intent data gathered from B2B Media sources, with over 5,000 media websites contributing to its Company Surge intelligence.  It has chosen to remain independent and broadly partner with RevTech Companies, including six of the seven vendors that were listed in Gartner’s 2022 Magic Quadrant for ABM Platforms: 6sense, Demandbase, Terminus, Madison Logic, RollWorks, and Triblio (Foundry).

“Gartner weighs Intent data as its single-most critical capability for new account acquisition and a driving force in both customer retention and expansion,” blogged Bombora Senior Product Marketing Manager Ryan Moline.  “This full-funnel visibility into what’s important to your prospects and customers empowers your go-to-market teams with the data needed to create hyper-personalized, omnichannel buying experiences that result in more meetings booked, accelerated deal cycles, and opportunities for long-term growth.  This is just one reason why many of the companies recognized in this year’s Gartner Magic Quadrant partner with Bombora for their Intent data needs.”

Both ABX platforms and direct customers rely on Bombora to identify in-market demand, allowing them to reach out to accounts in their ICP when they are actively researching solutions.  Company Surge data can also be deployed for identifying churn risk accounts and upsell and cross-sell opportunities.

“Bombora’s content consumption model has become the de facto standard in B2B marketing for third-party behavioral data to indicate intent,” stated Forrester.

This month, Bombora announced an integration with HubSpot and an enhanced integration with Salesforce.

“Bombora has prioritized direct integrations and partnerships in order to make it easier for sales and marketing teams to access our insights without changing their workflows,” said Bombora CEO Erik Matlick.  “HubSpot is one of the most well-known marketing, sales, and service software companies in the world, and we’re thrilled for our app to be in the spotlight as they look to help B2B brands with their business challenges.”

Company Surge for Salesforce

ZoomInfo Acquires Dogpatch Advisors

On its earnings call last week, ZoomInfo announced a pair of acquisitions that closed on April 1: Comparably (discussed yesterday) and Dogpatch Advisors.

Dogpatch Advisors is a “modern sales advisory consultancy that helps enterprises scale revenue operations, build sales playbooks, use data and insights to create and refine sales, and build outbound operations functions.”  In addition, Dogpatch will “enable ZoomInfo to further drive Enterprise and Strategic revenue through expanded customer playbooks that utilize more data and product categories.” 

Dogpatch was immediately rebranded as ZoomInfo Labs, providing a “new go-to-market thought leadership team” that “drives go-to-market data analysis, product enhancements, and strategy for our enterprise customers.”

Dogpatch CEO Ben Salzman will be heading up ZoomInfo Labs.

“This will immediately expand our capabilities for enterprises and drive enhancements across our suite of products,” stated Schuck.  “Over time, we expect ZoomInfo Labs to put the modern go-to-market playbook within reach of every company.”

“Dogpatch Advisors is professional services and consultancy firm that helps enterprises build out their go-to-market efforts using data and insights and software to make those go-to-market efforts incredibly effective and efficient.  And when we talk with our customers and our prospects…they want a world where their go-to-market motions are driven by data, where our software is interconnected seamlessly, where they have the ability to run innovative sales playbooks, but they don’t have a pathway to get there.

What we’re hoping to do with ZoomInfo Labs is to provide a mechanism to help our customers see a future that’s innovative, that’s data-driven, where systems are integrated and talk to each other, where our data cloud sits at the foundation of that, and our application layer drives the interconnectivity of that motion… [ZoomInfo Labs] is designed to help our customers not only see that vision but then also achieve that.”

ZoomInfo CFO Cameron Hyzer

Both acquisitions closed on April 1 but were announced on May 2.  Individual deal terms were not disclosed, but the two firms were acquired for “approximately $145 million, inclusive of the purchase of a convertible promissory note and cash, net of cash acquired, subject to adjustments for working capital, transaction-related equity awards, and other customary adjustments.”

ZoomInfo also agreed to pay up to $28 million in equity awards “subject to continued employment and/or attainment of certain financial metrics.”

“We expect these acquisitions to contribute revenue in the low teens millions of dollars in 2022 and create a modest drag on margins of one to two points for the remaining quarters this year,” said Hyzer.

CEO Cameron Hyzer said that Dogpatch was more than an acquihire deal.  While it has a small employee base, Dogpatch has “relationships and a history of really delivering great go-to-market consulting engagements for large clients.”

“It’s a handful of people, but I think that they very much box outside of [its weight] class in terms of the value they’re able to deliver,” continued Hyzer.  “And we think that by bringing that on and being able to deliver those engagements that we’ll be able to further accelerate the solutions that we’re offering as well.”

Chorus Mobile App

Chorus, which was acquired by ZoomInfo last summer, rolled out a mobile app for its conversational sales service.  The app supports core Chorus features on Android and iOS phones.  Users can listen to calls, speed them up, and pause them.  They can also share key moments with colleagues via Slack, email, and text.  Hashtags and @ mentions assist with tagging and sharing.

Managers and trainers can assign listening and provide feedback, which can be reviewed during walks, commutes, or downtime.  Users also have access to a library of best practices spanning various topics, including objection handling, pitching to specific verticals, or value discussions.

“With Chorus, reps can review top performers’ recordings on their own schedule,” said Alyson Baber, commercial sales leader at Zoom.  “They can also focus on keywords, such as a competitor’s name or pricing information, and go directly to those parts of the discussion instead of having to sit through the entire call.”

Customer Success and Account Teams can review preceding conversations, review conversations before quarterly business reviews, and share the voice of the customer or product feedback with other teams.

Chorus has over 20,000 customers.

Chorus iPhone screenshots

RevenueBase $6M Seed Round

B2B data vendor RevenueBase closed a $6 million seed round led by Bessemer Venture Partners.  Additional investors include 2 Lanterns, Argon Ventures, Converge, Feldsmith Capital, Good Friends, Graph Ventures, Gutbrain Ventures, KOA Labs, PBJ Capital, and Service Provider Capital.  The round was oversubscribed as RevenueBase enjoyed significant investor interest.

As part of the round, RevenueBase named three Directors to its Board:

  • Kent Bennett, Partner at Bessemer Venture Partners
  • Bob Davoli, Founder and Managing Director of GutBrain
  • Jude McColgan, former CEO of Localytics

RevenueBase launched last spring looking to solve issues in the B2B data market, including difficulty in identifying and engaging with Ideal Customer Profile (ICP) prospects and marketing’s reliance upon spammy demand generation instead of well-targeted messages.  RevenueBase trebled its revenue over the past year and expects to do the same this year.  It has already onboarded twenty customers, with a focus on selling data as a strategic asset to the CMO or CRO.

RevenueBase was founded by industry veterans Mark Feldman, the VP of Marketing at NetProspex before its acquisition by Dun & Bradstreet, and Milenko Beslic, who built Cheapflights, the travel industry’s first metasearch engine.  As a marketing head at Backupify, Motion Recruitment, and Localytics, Feldman became frustrated with B2B data issues, including misalignment with the sales and marketing team’s go-to-market strategy, data decay, difficulty acquiring data, and managing disparate vendors and formats.  His stint as a B2B data customer led him to return to the B2B data space and create a product that broadly aggregates company, contact, and custom customer-specific insight data that aligns 1:1 with each customers’ go-to-market strategies.

Custom insights can be any variable that enables targeting of the right businesses.  For example,

  • Does the company offer a mobile app?
  • Are they a managed service provider?
  • Do they have a call center?
  • Do they sell perishable food products?

RevenueBase then builds a custom database for clients that it calls a Revenue Database, which is updated on an ongoing basis.

“We saw a whitespace for a company like RevenueBase, especially given that we’ve seen little real innovation or change in this market over the past decade leading businesspeople to be bombarded with impersonal and poorly targeted messages multiple times a day.  This situation has been made worse by ‘The Great Resignation,’ during which so many people have left their positions, and the data hasn’t kept up with those changes. Milenko and I knew that we could build a better solution to make it easier for companies to access more buyers in order to increase revenue.  We’re excited to have the support of great investors who are on board with our vision.”

CEO Mark Feldman

RevenueBase will deploy its funds towards building a customer UX and a set of enterprise software integrations for CRMs and MAPs.  It is also looking to grow its headcount from twelve to twenty before the end of the year.

“We think the opportunity to be the B2B data refinement layer powering growth-oriented companies is massive,” said Bennett.  “We are impressed with RevenueBase’s early traction and Mark’s and Milenko’s appetite to transform the B2B data industry.” 

Feldman argues that RevenueBase is distinguished across three dimensions: “completeness of data, data accuracy at scale, and ease.”  RevenueBase offers a high-touch, white-glove offering customized to each of its clients.  It begins with customer alignment, holding a set of discovery workshops that identify each customer’s “revenue archetype.”  RevenueBase then queries its 700 million global contacts database to build tailored databases for its clients.

RevenueBase maintains a database of 700 million global contacts.

Revenue Archetypes consist of an ICP, market segmentation, pains addressed, buyer personas, sales showstoppers, and custom insights that enable buyers to be engaged more personally. 

“A revenue archetype is a model of what your ideal customer looks like, i.e., one you can derive revenue from,” Feldman explained to GZ Consulting.  “It’s where there is a mutual benefit.  They need your product/service and will pay a fair price for it.  They also will favor you over the competition because your solution will result in the best cost-benefit tradeoff for the customer.“

Conversely, the Revenue Archetype also defines companies that are not good fits such as industries or geographies that require a standard not met by a firm’s offerings (e.g., HIPAA or GDPR requirements).  It also identifies roles not involved in purchasing a company’s products or services.  These individuals may be too junior in the organization or may not work in functions that use a company’s products or services.

RevenueBase argues that its knowledge graph technology improves the set of discoverable relationships, including the “longtail of customer-specific insights,” stated Feldman.  For example, RevenueBase can identify partners, investors, technologies in use, revenue streams, business models, key resources, and modern industries (such as Fintech and SaaS) that do not fall into standard industry classifications.

Conventional firmographics vendors must have a product manager pre-define the company attributes to be collected and then build these definitions into its data collection methodology and structure.  Because RevenueBase employs a graph database, it is not subject to these structural limitations and can identify uncommon or industry-specific elements that define the ICP.  The data structure also supports multi-point verification and data attribution.  In addition, data fields with high probabilities of changing, such as email addresses, job titles, and current employers, are re-verified at least four times per year.

RevenueBase promises to “replace all of your data vendors with one solution” that “reaches every company and decision-maker across the globe that will benefit from your unique offering.”  By delivering high-quality, targeted data directly to sales and marketing systems, revenue teams avoid time-consuming sales rep data research and managing databases. Data quality steps include custom research, quarterly email re-verification, and annual phone checks.  Data is delivered via a quarterly secure CSV file transfer with a 90% accuracy SLA.

Drift Conversational Cloud

Last month, Drift rolled out its Conversation Cloud, which combines the capabilities of its Conversational Marketing, Conversational Sales, and newly launched Conversational Service offerings.  Drift’s Conversational AI guides visitors along any stage of the customer journey, helping them “voice their intent with open text questions, find answers to their own questions, get personalized recommendations, or book a sales meeting.”

“Everything starts with a conversation, and in-person communication and experiences are taking a back seat to the conversations we have online, especially in our business relationships.  Businesses are relying more and more on digital experience platforms – or in our case, conversational experience platforms – to bridge these connections and manage key customer interactions, touchpoints, and engagement. Our guiding philosophy at Drift is to put the buyer at the center of everything we do, and we are excited to bring the Drift Conversation Cloud to market to help our customers deliver a better experience to buyers at each stage of their journey, all while improving their sales teams’ efficiencies and accelerating revenue.”

Drift CPO Leo Tenenblat

Drift Conversational Marketing supports real-time conversations with web visitors, helping to answer questions, deliver desired content, or “qualify and convert best-fit buyers.”  Conversational Marketing functionality includes visitor intelligence, chatbots, meeting scheduling, and Fastlane lead form booking.

Drift Conversational Sales manages customer conversations across chat, video, email, and phone.  Drift routes high value leads to sales reps, notifying them when qualified leads are engaging with the chatbot or the website.  Sales reps can “craft personalized outreach based on what web pages buyers visited, which sales touchpoints they engaged with, and how often they interacted with your brand.”  Prospect activity is automatically logged to Salesforce.

Drift Video asynchronous video sharing on LinkedIn messenger

Reps can also deliver personalized video messages based on site activity intelligence.  Videos may be shared via LinkedIn, Drift, Outreach, or Salesloft.  Drift claims a more than 3X improvement in response rates for asynchronous video.

Drift not only schedules meetings but also offers a new Deal Room module for capturing interactions between buyers and sellers, including meeting transcriptions and document sharing.  Deal Room also provides real-time alerts when prospects engage with the Deal Room and manages Mutual Action Plans.

“Drift Deal Room enables seamless collaboration between your internal team and entire buyer committees in one central location,” blogged Drift Senior Product Marketing Manager Holly Xiao.  “Everyone involved will be able to have conversations, share files, manage action items, schedule meetings, and more — directly in Deal Room.”

Continued Xiao, “Drift Deal Room lets you see who, what, and how buyers interact with your business throughout their entire journey.  So, when it’s time for your next deal review, you’ll come to the table with a clear picture of deal activities and trajectory.  And if you notice opportunities with lower engagement, you can rely on Drift Video, Drift Chat, Drift Email, and more to help you nurture deals in the right channel at the right time and keep them moving in the right direction.”

Drift Dealroom supports document sharing, Mutual Action Plans, meeting scheduling, and on-demand chat.

Conversational Service answers simple support questions, allowing the service team to focus on difficult support problems and high-priority customers.  The Drift Chatbot supports Salesforce and Zendesk knowledge base articles.  Conversational Service lets customers create their own support tickets or hand high-priority requests over to live service reps.

“Translating click-based engagement into buyer-led enablement across interactions requires conversation design that senses and responds to spoken and unspoken buyer needs across complex and connected buying journeys, wrote Forrester Principal Analyst Jessie Johnson last November.   “Conversational interactions help B2B organizations meet buyers where they are in their journey, enable their buyers and customers in the moment, and inform the next interaction.  The impact of poor execution, however, can have a lasting negative impact on the buying journey, customer experience, and even the brand itself.”

Terminus Connected Account Experiences

Account Based Engagement platform Terminus announced Connected Account Experiences, which helps customers identify in-market prospects, reach out to them, and engage them across the buyer’s journey.

Terminus claims that its cookie-free, first-party data provides a 16% lift in traffic from its targeted audience activation.

“Marketers can continuously optimize ABM strategies with Terminus Identify, the visitor identification system recently added to the Terminus Platform which features the company’s own first-party data sets,” stated the firm.  “Unlike other platforms, this owned data is never static and gets stronger with every interaction and with every channel.”

Terminus leverages both first-party visitor intelligence and partner intent data sets from Bombora and G2, helping marketers identify in-market accounts.  Other Terminus intent datasets include psychographics (the wants and interests of a company based upon public messaging), technographics, and hiring insights derived from job postings.

Other account intelligence includes firmographics, event data, relationships, and engagement data captured through interactions between prospects and company employees and automated platforms.

New engagement channels span CTV and audio, including Spotify, Hulu, DirectTV, and other streaming services.

“CTV is considered one of the fastest-growing channels in video advertising,” advised Terminus.  “Leveraging CTV from Terminus means customers can diversify their arsenals of creative assets and advertising channels, reach customers while they’re watching Hulu or other ad-supported streaming platforms, and boost brand awareness and revenue.”

Connected Account Experiences supports partner integrations through Salesloft, Outreach, and Slack.

Terminus supports many channels, including targeted display advertising, email signatures, account-based chat, personalized websites, LinkedIn Sponsored Content, direct mail (via Sendoso), asynchronous video (via Vidyard, Wistia, CloudApp, Hippo Video, or Loom), CTV, and audio.

“Today’s marketers need an ABM strategy that engages buyers with personalized touchpoints and connected account experiences across all channels and across the full funnel,” said Tim Kopp, CEO of Terminus.  “With Connected Account Experiences, Terminus enables marketers to identify their buyers wherever they are, reach them on any screen they use, and engage them with the marketing and sales automation tools their teams use every day.”

IDG Rebrands as Foundry

IDG Communications, which acquired four data and MarTech firms over the past 18 months, rebranded as Foundry (Foundryco.com).

‘’We set out to deliver on a strategy that reinvents our business for a new era in technology marketing where data and MarTech are engineered to work seamlessly together, powered by our global ecosystem of editorial brands,” said Kumaran Ramanathan, President of the newly named Foundry.  “However, to pivot, to reinvent you sometimes have to turn away from the very things that previously defined you and the long-standing equity in our name, synonymous as one of the world’s biggest media companies ultimately limits our ambition and ability to be identified as a marketing technology powerhouse.’’

Earlier this month, IDG acquired Marketing-as-a-Service (MaaS) platform Selling Simplified.   The Denver-based vendor provides lead generation products, data services, and analytics.  It also maintains a database of 160 million B2B records “specific to tech industry purchase intent.”  The acquisition added contact and account-level AI-powered lead generation capabilities to IDG’s expanding suite of intent-based marketing technologies.  IDG is moving quickly into the B2B MarTech space, having recently acquired ABM Platform Triblio, visitor intelligence vendor KickFire, and intent platform LeadSift.

“We meet with tech companies, marketers, sellers, and agencies every day and in every market around the world,” said Jason Tenenbown, Chief Strategy Officer of Foundry.  “What we’ve found is a growing disconnect between sales pipelines and marketing funnels.  Our strategy has been to leverage our proprietary data with proprietary marketing technologies to bridge that gap, creating an outcomes-based set of products and services that satisfy the needs of our clients.”

IDG Communications was founded in 1964.  It remains a wholly-owned subsidiary of IDG which is best known for its 200+ technology publications, including CIO, ChannelWorld, Computerworld, CSO, Network World, PCWorld, and TechHive.  Its digital publications provide a stream of second-party intent data “with access to more than 200 million individuals and global behavioral insights that are authenticated, timely and, contextually relevant.”

“No one else has first-party media relationships integrated with marketing technologies to help create an ecosystem that resolves customer pain points,” added Ramanathan.  “With the rebrand of IDG as Foundry, we are establishing ourselves as a company that generates and innovates with data.  While the new brand marks the completion of a major milestone in our corporate transformation, we will not stop innovating and building upon our recent success.” In a corporate branding video, Foundry emphasized that “those operating at the intersection of media and technology will have the edge.”  Furthermore, “MarTech without data simply does not work” and “campaigns without technology are limited in their ability to provide measurable return on investment” and are “hard to scale with real-world impact.”